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Accenture report captures industry’s multichannel priorities

New survey suggests US sales and marketing executives already revamping structure and delivery models

Accenture logoAccenture has issued a report based on US findings that indicate increasing multichannel marketing effectiveness and improving its RoI through use of analytics are driving forces for the pharma industry in 2013.

The new Accenture report Life in the New Normal: The Customer Engagement Revolution surveyed 200 US pharma sales and marketing executives.

The report also refers to the shift in thinking the industry is undergoing already and will continue to make to its working practices to master and manage the complex, multichannel environment; particularly with cost reduction high on sales and marketing agendas.

In reshaping their sales and marketing models, 83 per cent of respondents said cost reduction was the highest strategic priority for them in 2013 (with 30 per cent indicating they expect a budget cut of 15 per cent). Eighty-seven per cent intend to increase their use of analytics to target spend and drive improved RoI.

With more complex, individual customer segments and digital 'real time' communication strategies needed to reach patients, HCPs and all other stakeholders, pharma will, it seems, be looking more towards third-party service providers in analytics, advertising and digital content production to help it in its activities.

 The report says that: “Thirty-seven per cent of these executives report they intend to increase their usage of third-party service providers in sales and marketing in 2013” and that “to manage the increased use of digital interactions, 66 per cent intend to use third-party providers”.

Within the provision of healthcare services in the US and other developed countries, data is increasingly a point of focus to 'individualise' patient care and deliver better outcomes-based services.

A McKinsey & Company report published in January, The Big Data Revolution in Healthcare: Accelerating Value and Innovation cites 'big-data' being seen as a key driver to lower the cost of healthcare in the US.

The McKinsey report also gives examples of value being captured through innovative partnerships, such as AstraZeneca's four-year partnership (established in 2011) with data/analytic resource HealthCore to conduct real-world studies into the most effective and economical treatments for chronic illnesses and other common disease is used as an example.

In the US, 2009 and 2010 legislation changes and incentives were made to help promote data release and accessibility, and data is increasingly being deployed in healthcare decisions to capture cost savings.

 

11th April 2013

From: Marketing

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Rainmaker is an independent, award-winning communications agency with offices in London and Atlanta. Our experience across pharmaceuticals, generics, OTC, medical...

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